As part of a new initiative that includes two major new hires, The Sak Brand Group has announced some new positioning.
The company recently added an all-leather collection to its Sakroots line, which has traditionally been just printed canvas and crochet.
This new Seni collection ranges from $78 for the saddle bag to $128 for the tote.
In addition, The Sak has also taken steps to elevate its brand, adding a more upscale all-leather collection retailing for $150 to $229 that includes vegetable-tan leathers, more jewelry-inspired hardware, textured elements and more.
Also new are expanded giftables and tech accessories like power chargers and wristlets that charge gadgets.
Leading the charge are two new appointments:
First, Aaron Duncan was named Chief marketing Officer of the Sak Brand Group and Creative Director for Sakroots. Duncan has 25 years of experience in the global market, with prior positions at Mattel.
“Aaron’s reputation in the industry along with his vast knowledge of global markets made him the ideal candidate to lead all creative areas for Sakroots as well as to establish a clear growth strategy,” says Mark Talucci, CEO and co-founder of The Sak Brand Group.
Next, Jeff Feldman has joined the company as Chief Sales & Merchandising Officer for Sakroots.
Feldman was recently VP of Global Channel Management for Beats by Dr. Dre, where he was directly responsible for establishing and achieving $2b in sales in 123 countries. He also assisted in the Apple acquisition and integration.
“Jeff’s knowledge of consumer needs across international markets will help Sakroots to grow successfully as a lifestyle brand worldwide.”